In future, brands will be owned by consumers: Marketing expert

Ever noticed how smokers around the world tap their cigarettes before lighting it up? This ritual was created because of a clever marketing campaign executed by Marlboro, also known as a good example of mirror neurons, a marketing phenomenon Martin Lindstrom brought to fore.

Ever noticed how smokers around the world tap their cigarettes before lighting it up? This ritual was created because of a clever marketing campaign executed by Marlboro, also known as a good example of mirror neurons, a marketing phenomenon Martin Lindstrom brought to fore.

This and scores of other examples were the highlight of Lindstrom’s presentation at the World Brand Congress in Mumbai. Hindustan Times is the presenting sponsor for the event.

In a highly fragmented market where digital media is the latest entrant, Lindstrom, one of the world’s most respected marketing experts, believes in many theories including the “mirror neurons” and talked about them in detail. The Mirror Neurons, according to him are activated when someone is performing an action and also when that same action is being observed.

These mirror neurons are responsible for why we, subconsciously, imitate other people. In terms of marketing, it means that we are affected by the clothes people wear, the food they eat, their house decoration and these feelings influence our purchasing decisions.

“Rituals are hardwired in the human brain,” said Lindstrom while addressing a gathering of around 200 executives from the world of marketing and advertising. Lindstrom talked about many theories, mostly from his book Buyology. According to brands will be owned by consumers in the future. The ritual around the Corona beer for instance too is a good example of mirror neurons.

Lindstrom talked about how ideas such what goes on in a viewers minds while watching an advertisement, cons. As a global branding expert, Lindstrom’s job is to find out: How consumers think, what attracts them to certain products, why they buy a specific brand and what can be done to boost the sales of products that are not doing well.